Allocate Your ROI

Total Campaign Metrics

Total Revenue (currency)

Total Marketing Cost (currency)

Enter numbers with dot or comma (e.g., 10000 or 10,000).

Attribution Model

Equal credit across all touchpoints.

Touchpoints

Allocation Results

300%

Total ROI

$7,500

Total Profit

$10,000

Revenue Allocated

$2,500

Cost Allocated

Per-Channel Breakdown

Channel	Weight	Revenue	Cost	ROI

Assumptions used: Linear attribution model. Weights sum to 100%.

Understanding Multi-Touch Attribution

Why This Matters

Knowing which channels drive revenue is crucial for budget allocation. Single-touch models (first/last click) misrepresent complex journeys. This splitter helps visualize how different attribution models change channel ROI, supporting smarter investment decisions.

Input Reference Guide

Input	What It Represents	Where to Find It	Common Pitfall
Total Revenue	All revenue from the campaign or analyzed period.	Your CRM, Google Analytics 4 (purchase event value), ad platform conversion reports.	Mixing time periods between cost and revenue data.
Total Marketing Cost	Sum of spend across all channels in the journey.	Ad platform dashboards, marketing budget spreadsheet.	Forgetting fees, agency costs, or content production.
Touchpoints & Weights	Channels/steps in the customer journey and their assigned credit.	Attribution reports in GA4, Adobe Analytics, or custom journey mapping.	Weights not summing to 100% or misaligning with model logic.

Step-by-Step Guide

Enter total revenue and marketing cost for the campaign.
Add touchpoints representing each marketing channel (e.g., Paid Search, Social, Email).
Select an attribution model (Linear, Time Decay, Position Based) or set Custom Weights.
Review the per-channel ROI breakdown in the results table.
Use the summary for reporting or budget planning discussions.

Realistic Example

Scenario: An e-commerce campaign generated $50,000 in revenue with $15,000 total spend across three channels.

Paid Social: First touch, weight 40%.
Paid Search: Middle touch, weight 30%.
Email Retargeting: Last touch, weight 30%.

Using Custom Weights, the tool allocates $20,000 revenue and $6,000 cost to Paid Social, resulting in a 233% ROI for that channel. This highlights Paid Social's role in awareness.

Interpretation Guide

If a channel's allocated ROI is negative or very low: This channel might be inefficient in this model, or its role is more upper-funnel (awareness). Check its position in the journey.

Before acting: Double-check that your touchpoint list is complete, weights reflect your actual customer journey data, and the time window matches your attribution window in analytics.

Common Mistakes Checklist

Using different date ranges for cost and revenue data. Omitting indirect costs (software, labor) from total marketing cost. Assuming linear model is always "fair"—test other models. Not aligning the model with your actual attribution reporting tool.

Multi Touch ROI Splitter

Allocate Your ROI

Total Campaign Metrics

Touchpoints

Allocation Results

Per-Channel Breakdown

Understanding Multi-Touch Attribution

Why This Matters

Input Reference Guide

Step-by-Step Guide

Realistic Example

Interpretation Guide

Common Mistakes Checklist

Compare Attribution Models

Frequently Asked Questions

How accurate are these splits?

Which attribution model should I use?

Where do I get reliable touchpoint weights?

Should I involve my finance team?

Formulas & Assumptions

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Multi Touch ROI Splitter

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